[MLM] Brand Ambassador Program

[MLM]
Brand Ambassador Program
[MLM] Brand Ambassador Program
Program structure, functionality and promotional execution decisions
were made in accordance to current marketing best practices and draw
from the latest research in 21st century sales psychology.
This program serves as the primary driver behind our marketing
initiatives for 2013 and embodies who we are as an industry supported
brand: tactical, strategic, thoughtfully designed and elegantly executed.
Presentation Contents
Section One: Program Overview
Section Three: Success Metrics
•
Program Structure
•
Strategic Approach
•
[MLM] PRO: Internal & External
definition
•
Program Structure
•
Projected Effect on the Market
•
•
•
Key Objectives
[MLM] Operatives: Internal & External
definition
•
Key Objectives
Program Development
Section Two: Market Research
•
Keys to Success in the Modern
Marketplace
•
Defining our “Ideal Customer”
•
Building a Strong Brand
•
•
Munitio Brand Definition &
Analysis
Understanding & Acknowledging the
Modern Purchase Process
•
Application & Strategy Analysis
SECTION ONE: PROGRAM OVERVIEW
[MLM] Brand Ambassador Program
Structure
There are two basic segments in the [MLM] Brand
Ambassador Program: [MLM] PRO and [MLM].
Tier 1
Tier 2
Tier 3
[MLM]
OPERATIVES
[MLM] PRO
[MLM] PRO: at a glance
External Definition: A community of industry professionals who
are able to experience and obtain Munitio products ahead of the
general public at an “industry rate.”
The program also serves as a forum for members to express the
dynamic needs of their profession and showcase their work.
Acceptance into the program is subject to application approval.
Internal Definition: A community of musicians, artists, athletes,
celebrities and professionals working in the music and
entertainment industry selected to generate deliverables used to
influence our target audience to purchase Munitio products.
[MLM]PRO Tiers: a closer look
ACE and Operatives: Ambassadors at this level have are extremely
influential, have a substantial social network and are regarded as
experts in their field.
Our target audience will identify with professionals in these tiers as
versions of their “ideal self” because of their lifestyle, accomplishments
and financial success.
Agents: Ambassadors at this level are “pro-sumers”: influential/
established and acknowledged by their local network as a working
professional in their field.
Our target audience will identify with this group because their success
bridges the gap more tangible/attainable than Ace & Operatives.
Purpose: Provide raw content for marketing assets (video, blog,
music, promo, photo), testimonials/endorsements and feedback to be
used as touch points to create demand and encourage
engagement/social sharing.
[MLM] PRO: Key Objectives
CREATE DEMAND
public validation, social proof, increase
awareness, assert influence
PROMOTE MUNITIO PRODUCTS/BRAND
organic endorsement, align with brand statement,
demonstrate lifestyle
GROW CUSTOMER BASE
extend reach into new networks, provide content
(deliverables) for engagement/social sharing
[MLM]: at a glance
External Definition: A highly-engaged subscriber-based
community who’s values and interests align with the Munitio
brand. Membership benefits include access to exclusive content
(created from [MLM]PRO), contests, sales and promotional
events.
Internal Definition: A highly-engaged subscriber-based
community of our target audience who are interested in the
Munitio brand.
All marketing assets, events and campaigns are touch points for
engagement/social sharing to motivate this group to make a
buying decision.
[MLM]: Key Objectives
VALIDATE MUNITIO AS A TRUSTED BRAND
respond to marketing efforts by purchasing products
& recommending them to others in their network
ENGAGEMENT & SOCIAL SHARING
interact within [MLM] community & share
assets/experiences with their own network
GROW CUSTOMER BASE
extend reach into new networks
Program Development
From April to December 2013 the [MLM]PRO program will become increasingly
more valuable by growing in size and providing additional content to engage
our target audience.
April 2013
[MLM]Pro week,
LA
Membership
recruitment, content
generation,
program PR
events/promotion
May-June
Online Sales &
Official (PRO40)
Launch Push
Adoption,
endorsement, top
level validation,
awareness
July-Sept
[MLM] community
growth, Reinforce
retail sell through
Influential
promotion, content
dissemination,
general validation,
awareness
Oct-Dec
Holiday sales
push, PRO30
launch
General
engagement,
organic social
sharing, sales
SECTION TWO: MARKET RESEARCH
Keys for Success in the Modern
Marketplace
Business analysts and marketing strategists across every industry agree
that paradigms for consumer behavior and purchase process are
obsolete in today’s digital marketplace.
Google makes information easily obtainable. Social Media gives
consumers a provides a platform to share experiences and opinions.
Mobile blurs the separation between “online” and “offline.”
Consumer behavior and the steps they take before
making a purchase will continue to increase in
complexity the more consumers integrate online
platforms and services into every day life.
So how can a new brand compete?
Have a crystal clear picture of your “ideal customer”
Build a strong brand
Understand and accommodate the new paradigms for
consumer behavior and steps in the purchase process
STEP ONE: DEFINING OUR “IDEAL
CUSTOMER”
Defining the Ideal Munitio Customer
“A distinguished, successful male who believes that the brands
and products they buy make a statement about who they are.
Therefore they only purchase from brands that align with their
values and live up to their high expectations.”
Socioeconomic Status:
Lifestyle Traits & Values:
•
Income: at least $60,000
per year
•
Travels frequently for business and pleasure
•
Technically savvy, owns multiple digital devices
•
Education: College degree
or equivalent experience
•
Regularly attends concerts, festivals and shows
•
Occupation: Established
professional, primarily in
music, entertainment, digital
or creative industries.
Possibly a business owner
or management/executive
level.
•
Listens to a wide variety of music, predominantly on
their mobile phone
•
Has a wide social network and considers himself to
be influential within that group
•
Quietly confident and masculine, but not flashy
•
Finds beauty/style/design just as important as
superior quality/functionality
STEP TWO: BUILD A STRONG BRAND
A Strong Brand is what separates products that stay
on the shelves to the ones that SELL.
Building a vivid, expressive, attractive story that resonates with their target
on ALL of these levels. This is the only way to successfully capture the
attention of your target audience to begin the PURCHASE PROCESS.
Which Brands does our Ideal Customer Trust
& Respect?
These brands are:
• Acknowledged and
respected by others in
their peer group
• Progressive and
cutting-edge,
• Meet their expectations
of quality
• Superior to other
brands within their
respective industries
Given a choice between 2 similar products, our target audience will choose to
purchase from the brand who’s values are the closest to their own, regardless
of price.
Defining the Munitio Brand
1.
Relevant Emotional Associations, “How does our target feel when
they buy a similar product?”
2.
Differentiation, “How does our brand story set us apart from the
competition?”
3.
Psychographic Characteristics & Brand Positioning, “Do the needs,
values, habits, lifestyle & preferences of our target align with the
essence of our brand?”
4.
A Form of Self-Expression, “Does our brand reinforce our target’s
individuality?”
Defining the Munitio Brand
5.
Targeted Communication, “Does all our marketing accurately
articulate our brand?”
6.
Consistency, “Is our brand story in alignment with channel
advertising and signage?”
7.
Value, “Do we make a high quality product?”
8.
Relevant Share in the Minds of the Consumer, “Is our brand story
unique, current and does it invite consumer’s to be a part of it?”
Munitio Brand Statement:
STEP THREE: UNDERSTANDING &
ACKNOWLEDGING THE MODERN
PURCHASE PROCESS
The 5 Stages of the Modern Purchase Process:
Stage 1: Openness, Open to the idea of options available in the market:
• Customer’s Mindset: Interested in the product group because it solves a
problem/makes life more convenient/aligns with “ideal lifestyle.”
Stage 2: Realized Want/Need, Changing from passive interest to active
desire to purchase:
• Customer’s Mindset: Wants to move forward in the purchase process
but not confident that the knowledge they have now about product
options is enough to make the right choice.
Stage 3: Learning & Education, Researching online to learn about
product and narrowing the number of choices to the ones that best suit their
needs/lifestyle:
• Customer Mindset: Looks for customer/expert reviews, comparison
charts and validating content about products. When considering
information, more influence/credibility is given to info not on the brand’s
website.
The 5 Stages of the Modern Purchase Process:
Stage 4: Seeking Ideas/Inspiration, Assessing brand stories & looking for
personally relevant opinions/endorsement for each option:
• Customer Mindset: Considers comprehensive brand story for each
option by engaging with content (social proof) associated with each
brand and product. Decides which option best fits their immediate need
and aligns with their “ideal self.”
Stage 5: Research & Vetting, Consulting with social network & looking for
the best deal before buying:
• Customer Mindset: Double checks with social network to see if they
respect & agree with their decision before researching the most
convenient place to purchase at the lowest price.
Modern Purchase Process Visualized
Despite where the consumer begins the purchase process, they always conduct
RESEARCH in their SOCIAL NETWORK to determine if their peers will
respect/approve their choice.
Leading marketers call this metric “INFLUENCE.”
Consumers engage their online and
offline social networks to learn more
about products/brands they trust and
approve.
Influence Moves the Needle in the 21st Century
INFLUENCE FORMULA
Trusts Brand Story
Aligned Values
Fits “Ideal Lifestyle”
Social Proof
+ Peer Approval
_____________________
_
INFLUENCE
Eyeballs: Target Audience Contributors: “Ideal peer group,” celebrities, actors. athletes, musicians, etc.
Munitio Strategy Analysis: Are We Addressing
Every Step the Purchase Process?
SECTION THREE: SUCCESS METRICS
4 Key Metrics for Measuring Success
Key Performance Indicators:
1. Online Sales
2. Program Participation
3. Level of Brand
Awareness/Market
Presence
4. Level of Engagement &
Influence in Subscriber
base
Online Sales Metric: A Closer Look
This program will represent motivated segment of our target
audience. As such they will be drive the most revenue.
Key Tactics for Driving Sales
• Digital Marketing
• Social Engagement
• Brand Promotion
• Asset Creation
$500,000
comprehensive
.com sales
• Sound Identity
• International
Sales
Key Tactics for Driving Sales
The list below draws from the comprehensive 2013 Munitio Marketing Plan
DIGITAL
MARKETING
ASSET
CREATION
BRAND
PROMOTIONS
SOCIAL
ENGAGEMENT
blogger product
reviews
brand book
video product
placement
FB posts
3rd party site
impressions
photo packets
collab promos
sales incentives
social ADs
testimonials
in-store demos
youtube video
views
PPC campaigns
lifestyle videos
newsletters
blog posts
Program Participation Metric: A Closer Look
Breakdown of enrollment targets by tier and predominant
channel driving enrollment.
Promotion from Lower Tier
Direct Outreach
Targeted Marketing
Social Engagement, .com Sign Up,
Post-Purchase, Targeted Marketing
Tier 1: 5
Tier 2: 20
Tier 3: 75
[MLM] OPERATIVES: 60,000
Key Tactics for Driving Program Participation
The list below draws from the comprehensive 2013 Munitio Marketing Plan
DIGITAL
MARKETING
ASSET
CREATION
BRAND
PROMOTIONS
SOCIAL
ENGAGEMENT
landing
page/application
testimonials
brand cross
promotions
charity
sponsorships
.com visits
lifestyle videos
product collabs
contests
email autoresponders
lifestyle photo
shoots
in-store demos
giveaways
video product
placement
social posts
3rd party site
impressions
created content
views
cross promo
contests (band)
Brand Strength/Awareness Metric: A Closer Look
This metric examines visitor traffic to the various Munitio digital properties and
their subsidiaries.
It also considers visitor demographic/socioeconomic information to determine
whether or not our target is reacting to our marketing.
Website Tracking Analytics:
• Traffic Sources
• Visitor Demographics
• % Organic Search Traffic (and terms)
• % Direct Traffic
• New vs Returning Visitors
• SEO/SEM performance
Social Tracking Analytics:
• Facebook Insights
• Likes, Talking About Us, Reach
• Facebook Ad Performance
Engagement & Influence Metric: A Closer Look
MUNITIO HQ
CONENT
COLLABS
CROSS PROMOS
ETC
ENGAGEMENT
•
•
•
•
INFLUENCE
[MLM]PRO CONENT
[MLM] PRO
[MLM] OPERATIVES
INFLUENCE
•
•
•
•
•
•
SOCIAL SHARING
PAGE VIES
SITE VISITS
EMAIL OPENS/CLICKS
PROMO PARTICIPATION
ETC
The diagram above shows how the mechanisms for engagement & influence differ
between PRO & OPERATIVE levels.
Engagement & Influence ROI
[MLM] Program spend is focused on increasing engagement & influence
in both PRO & OPERATIVE levels to drive channel and online sales.
$100,000 content:
-
creation
development
promotion
engagement
$50,000 direct Tier 1: 5
$50,000 indirect
$15,000 start up
Tier 2: 20
Tier 3: 75
[MLM] OPERATIVES: 60,000
$90,000
- 300 PRO40s
- 600 NINES
channel &
online sales